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Documenti di Professioni
Documenti di Cultura
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PREFACE
Project is a very important part of a BBA curriculum. It provides an optimistic
iconography for Future existence through which students are able to see the real
industrial environment which gives an opportunity to relate theory with practice
The main objective of making project report is to develop skill in student by
supplement to the theoretical study of business management in general and gain real
life knowledge about the industrial environment and business practices. The BBA
programme provides student with a fundamental knowledge of business and
organizational functions and activities, as well as an exposure to strategic thinking of
management.
In todays globalize world, where cutthroat competition is prevailing in the market,
theoretical knowledge is not sufficient. Beside this one need to have practical
knowledge, which would help an individual in his/her carrier activities and it is true
that EXPERIENCE IS BEST TEACHER.
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INDEX
CHAPTER - 1 INTRODUCTION TO COMPANY
1.
2.
3.
4.
5.
Nature of Business
Type and Ownership Pattern
Organizational Structure
Production Layout
Organization Policies
CHAPTER 2 INDUSTRIAL ANALYSES
1.
2.
3.
4.
Legal Environment)
5. Porters five force model of competition Micheal Porter
CHAPTER 3 MARKETING STRATEGIES
1.
2.
3.
4.
5.
Products of Company
4ps (Product, Price, Place, and promotion)
STP (Segmentation, Targeting and Positioning)
Distribution Channel
Promotion Strategies
CHAPTER 4 FINANCIAL ANALYSES
1. Sources of Finance
2. Ration Analysis Any 5
3. Net profit / Balance sheet (from annual report Analysis)
CHAPTER 5 KEY LEARNINGS FROM THE COMPANY AND
RECOMMENDATIONS
1.
2.
3.
4.
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CHAPTER - 1
INTRODUCTION TO COMPANY
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NATURE OF BUSSINESS
Dabur derived from Daktar Burman is India's largest Ayurvedic medicine & related products
manufacturer. Dabur was founded in 1884 by Dr. SK Burman, a physician in West Bengal to
produce and dispense Ayurveda medicines. Medication for diseases such as cholera and
malaria.
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Dabur's Ayurveda Specialties Division has over 260 medicines for treating a range of
ailments and body conditions, from common cold to chronic paralysis.
Dabur is a non-profit organisation started by Dr. Burman, aims to carry out welfare activities
in the spheres of health care, education and other socio-economic activities. Dabur drives
its corporate social responsiblities (CSR) initiatives through Sundesh.
In the Brand Trust Report 2012, Dabur was ranked 45th among India's most trusted brands
and subsequently, according to the Brand Trust Report 2013, Dabur was ranked 65th among
India's most trusted brands. In 2014 however, Dabur was ranked 109th among India's most
trusted brands according to the Brand Trust Report 2014, a study conducted by Trust
Research Advisory, a brand analytics company.
Dabur India, that made its beginnings with a small pharmacy, but has continued to learn and
grow to a commanding status in the industry is now the fourth largest FMCG company of the
country with a turnover of Rs2,396 crore. It was established over 100 years ago presently
catering to health care, personal care & food segment.
In April 2009, the Hon'ble High Court of Judicature at Delhi has sanctioned the Scheme of
Amalgamation of Fem Care Pharma with Dabur India.
In July 2010, the Company's wholly owned subsidiary Dabur International entered into an
agreement to acquire 100% stake in leading personal care Company in Turkey i.e. Hobi
Group firms Hobi Kozmetik, Zeki Plastik and Ra Pazarlama at a total consideration of US$
69 million.
Products
Under health care products it has brands like Hajmola, Pudin Hara, Dabur Chyawanprash,
Glucose D, Dabur Lal tail,etc.
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Milestones:
Dabur Ranked Among Indias Most Trusted Brands of 2007 By Economic TimesBrand
Equity.
Dabur is amongst Top Three Most Respected FMCG Companiesaccording to the survey
conducted by Business world magazine.
Dabur Real Bags Gold in Reader's Digest Trusted Brand Awards.
In 2010, Dabur Amla Hair Oils enters Limca Book of Records for achieving a record feat of
hosting the longest ever nonstop head massage marathon.
'2010
Dabur Acquires Namaste Group for $100 Million''.
Dabur Chyawanprash was launched in Orange and Mango flavoured variants.
Dabur Amla Hair Oils enters Limca Book of Records for achieving a record feat of hosting
the longest ever nonstop head massage marathon.
Dabur enters professional skin care market with the launch of OxyLife Professional Facial
Kit, created exclusively for professional use.
Dabur India acquires 30Plus from Ajanta Pharma.
Dabur India Ltd sets up new subsidiary in Sri Lanka Dabur Lanka (Pvt.) Ltd.
Dabur India Ltd launches Dabur Almond Hair Oil.
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In January, 2011, Dermoviva Skin Essentials Inc., the company's wholly owned subsidiary,
has completed the acquisition process of leading personal care companies of Namaste Group,
US by acquiring 100% stake in Namaste Laboratories, Hair Rejuvenation & Revitalization
Nigeria, Healing Hair Laboratories International LLC and Urban Laboratories International
LLC.
In April, 2011, Dabur entered into the hand sanitizer market under its 'Fem Care' brand to
take on the likes of Reckitt Benckiser and Hindustan Unilever, which were currently
dominating the market.
In 2011, Dabur enters professional skin care market with the launch of OxyLife Professional
Facial Kit, created exclusively for professional use.
During 2011, Dabur India Ltd. launches its firstever online shopping
portal www.daburuveda.com With this, Dabur is the first Indian FMCG company to launch a
dedicated online shopping portal for its beauty products range. The portal will be the online
gateway for consumers to know, understand, buy and gift the exclusive Dabur Uveda range of
skincare products.
In May 2011, Dabur India Ltd acquired Ajanta Pharmas overthecounter energizer brand
30Plus.
2012
Namaste Cosmeticos Ltd, has been added as the Company's new step down subsidiary
Company in Brazil.
Dabur India has expanded its range of fruit juices viz. Ral Activ.'
Some of its sub domains are:
And more about the Dabur India Ltd . It has 6,154 number of employees during 2012 -2013 ,
15.59 billion assets during 2008-2009.
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International Business:
Dabur's international business continued on the strong growth trajectory growing by 22.3% to
Rs. 2310.8 crores in fiscal 201314. The international business now contributes 32.4% to
consolidated sales. During fiscal 201314, key markets in MENA (Middle East and North
Africa) and South Asia (exIndia) regions performed well. Dabur continued to gain share in
categories such as Hair Oils, Hair Creams, Shampoos and Toothpastes in key markets. For
instance, market share in Hair Oils increased to 69% in KSA (Kingdom of Saudi Arabia) as
compared to 66% last year. Similarly, Hair Oil market shares witnessed a jump in Egypt and
were at 62% as compared to 53% last year. In Hair Creams as well there were strong market
share gains with market share in KSA increasing to 35% as compared to 29% last year and in
the UAE, increasing to 33% as compared to 29% last year. In addition, toothpaste market
shares witnessed an uptick in Nigeria, Algeria and Morocco. Brandwise overview:
Vatika
Vatika witnessed strong growth in fiscal 201314. The brand saw several new innovative
product and variant launches such as Vatika Hair Mayonnaise, Vatika Hammam Zaith
Volume and Thickness, Vatika Brillantine Shine Hair Cream. The brand extended its Hair Gel
platform into innovative need based, first of its kind product called Vatika Gel Creams which
provides styling of a Gel and Nourishment of a cream. Vatika consolidated its position in the
highly competitive shampoo and conditioners category by successfully completing the launch
of Vatika Ingredient Range of Shampoos and Conditioners. Vatika also garnered a space in
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the multi competitor category Hair Colors by successfully extending Vatika Hair Color
Creme to most of its International Markets.
Amla
Amla portfolio performed well in 201314. The brand entered into new and upcoming sub
categories with the product Amla Leave on Oils which provides nourishment of oil in a user
friendly cream format. Amla also extended its equity of Hair Oils and moved on to highly
competitive categories of Shampoos and Conditioners with its range of Vitamin, Keratin and
Snake Oil shampoos and conditioners.
Dermoviva
The Dermoviva portfolio of skincare products continued on an impressive growth trend in
201314, with Lotions and Creams growing in double digits. The brand focus was on
reaching out to potential consumers in the key markets of Saudi Arabia, UAE and Algeria
through specialized consumer contact programs. By the end of the fiscal year, Dermoviva is
primed to enter the highly competitive but high growth category of Face Care. With an initial
offering of Face Wash, Face Scrub & Facial Cleanser Toners, Dermoviva continues to expand
its consumer franchise across MENA by catering to skin care needs by combining the
wonderful properties of natural ingredients and the advances of science.
FEM
FEM's growth has been quite phenomenal in 201314. After a successful packaging design
overhaul, FEM Hair Removal Creams have been a strong growth pillar for the brand. This
year, FEM extended into the popular format Halawa (Hot Wax), which is a traditional homemade hair removal product used by Arab women. FEM also extended its equity with the
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launch of a premium proposition in the form of FEM Gold Hair Removal Cream (with real
gold particles).
PRODUCTION LAYOUT
Exports from Dabur India
The company exports guar gum and private label oral care products from India. During fiscal
201314 the company recorded guar gum exports to the tune of Rs. 87.9 crores as compared
to Rs. 158.7 crores in fiscal 201213.
Sales in USA (Dabur Branded and Private label) grew from Rs. 39.6 crores in fiscal 201213
to Rs. 46.5 crores in fiscal 201314.
The company caters to the ethnic Indian channels in the USA supplying the range of Dabur
brands which are popular among the South Asian / Indian community. Retail penetration was
extended by extending direct distribution to several new states in the US in the South West
and Mid West.
Distribution was further extended to wholesalers targeting Hispanics and AfricanAmericans
in Florida, Michigan and Ethnic pockets in New York state and California. Distribution was
also extended to Quebec in Canada. The strategic tieup with Canada's largest Retailer,
Loblaws was fortified with Stores carrying 40 SKUs. A range of Ethnic hair care products
were launched which included Shampoos, Hair Serums and Hair masks under the Vatika
brand.
Dabur also exports private label oral care products to USA and Europe which includes
Toothpastes, Mouthwash and Denture Adhesives. The company acquired new customers for
private label in France, Central Europe, Netherlands, Mexico and several customers in the
U.S. Several new advanced Oral Care formulations were developed and launched across
Toothpastes, Denture Adhesives and Mouthwash.
New Markets have been opened up for business in countries like Armenia, Portugal and Chad
by Dabur International Limited. The Sales & Distribution infrastructure has been augmented
by appointing
distributors in these areas. Local resources have been enhanced in key markets of Middle
East & North Africa, Nigeria, Egypt, East Africa and South East Asia to further strengthen the
S&D structure.
STRUCTURE OF ORGANISATION
Vice President
General Manager
Deputy General Manager
Senior Manager
Manager
Assistant Manager
Officer
Assistant Officer
Supervisor/Chemist
Senior Mechanic/Senior Assistant
Mechanic/Junior Chemist
Junior Mechanic
Workers
COLLABORATIONS/SUBSIDIARIES
Dabur Foods Limited : 100% subsidiaries (taking care of all the food products)
Dabur Nepal Limited: Wholly owned subsidiary in collaboration with DRF
Dabur Egypt Limited: Wholly owned subsidiary
Dabur Oncology Limited : Wholly owned subsidiary
Dabur Overseas Limited: Owned subsidiary.
Dabur International Limited : Subsidiary (not yet commenced business)
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COLLABORATIONS/SUBSIDIARIES
Dabur Foods Limited : 100% subsidiaries (taking care of all the food products)
Dabur Nepal Limited: Wholly owned subsidiary in collaboration with DRF
Dabur Egypt Limited: Wholly owned subsidiary
Dabur Oncology Limited : Wholly owned subsidiary
Dabur Overseas Limited: Owned subsidiary.
Dabur International Limited : Subsidiary (not yet commenced business)
In yet another restructuring drive aimed at reorganizing its recently hived-off FMCG
business, Dabur India Limited has merged its two major strategic business units (SBUs)the
Family Products Division (FPD) and Health Care Division (HCD)into one.
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Apart from cutting down layers in the structural hierarchy of the organisation, the move will
also see a drastic rationalisation of Daburs stockists and distribution network. While the
company refused to comment on the move, a company offical confirmed that the two
divsions had been merged into the companys fold and the restructuring of distribution
channel was currently on.
Daburs operations were hitherto split into 3 major strategic business units (SBU) Family
Products Division (FPD), Healthcare Products Division (HPD) and Ayurvedic Specialities
Ltd (ASL)created way back in 1996 with the aim to have better operations and
management. Each SBU had multi-tier structure with a seperate SBU head at the top and a
seperate sales team and distribution network.
In the new set up, the company will have a flatter structure with a single marketing head, a
sales chief and a common sales and distribution team. So, the erstwhile SBU HeadHPD Mr
Devendra Garg will now head the companys overall marketing function, while sales will be
attended to by former SBU HeadFPD Mr S Raghunandan. It is however not known
whether the sales team has been pruned or not.
According to a company offical, the initiative has been taken to reengineer its sales and
distribution structure to make it more synergestic, and give it a better scale and reach. The
move is designed to give better operating effeciencies to the company, bring business synergy
which will in the long run help the company to improve its topline growth, says he.
The downside of the initiative though will be that the company will have to rationalise its
stockists network and that may have a short-term negative impact on the distribution channel.
Dabur currently has a wide and deep market penetration with 47 C&F agents, more than 5000
distributors and over 1.5 million retail outlets all over India.
For Dabur, the FPD is the largest SBU contributing 45 per cent (Rs 526.61 crore) sales of
Dabur products related to hair care, skin care and oral care. It consisits of 3 leading brands Vatika, Amla Hair Oil and Lal Dant Manjan with Rs 100 crore turnover each.
The HPD ranks second and accounts for 28 per cent (Rs 327.6 crore) in sales.
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Chapter-2
Industrial analysis
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12.27%
Net Income
22%
EPS Basic
17%
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If Sales Revenue shows a moderate or stable growth while EPS shows an explosive growth, it
could possibly be due to accounting manipulation.
Retained Earnings
Retained Earnings Growth is the percent increase / decrease of a company's retained net
income or reserves/surplus over time. A company can use retained earnings to maintain
current operations, or to invest in new ventures. Generally speaking, retained earnings growth
is accompanied by subsequent increases in sales and profitability.
Dividend Growth Dabur Pvt Ltd. Upgrade Membership to see 10 year Growth Rate trend
chart.\A company paying dividends is generally a good sign. Well established companies
offer dividends back to its shareholders while high growth companies usually do not pay
dividends since they reinvest the profits back in the business. If a dividend paying company
stops paying dividends then that is a big red flag. Dividend per share is better metric
compared to looking at just the dividends because DPS takes into account the number of
shares as well.
Accounts Receivable & Inventory Growth
Watch the Accounts (trade) Receivables (aka Sundry Debtors) and Inventory columns closely.
A company can get into serious trouble very quickly if it's customers are not paying the bills
or if its inventory is piling up in warehouses. If Recievables are growing much faster than
sales, it usually means that the company is having trouble collecting money from customers.
More inventory on the balance sheet means the company is having trouble delivering goods
to customers.
An increase of receivables and inventory above 50% is usually not a good sign and needs to
be investigated further.
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Days Sales Outstanding or DSO is also known as "average collection period and receivable
days". It's a measure of the average time it takes to collect the cash from sales, in simple
words, how fast customers pay their bill. DSO does tend to vary a good deal by industry
sector.
A high DSO may be a red flag, which suggests that customers aren't paying their bills in a
timely fashion. Maybe the customers themselves are in financial trouble or maybe the
company's operations and financial management are poor. If the DSO is rising rapidly, you
should know why.
Industrial Overview
Dabur India Ltd is one of Indias leading FMCG Companies with Revenues of over Rs
7,073 Crore & Market Capitalisation of US $5 Billion. Building on a legacy of quality and
experience of over 130 years, Dabur is today Indias most trusted name and the worlds
largest Ayurvedic and Natural Health Care Company.
Dabur India is also a world leader in Ayurveda with a portfolio of over 250 Herbal/Ayurvedic
products. Dabur's FMCG portfolio today includes five flagship brands with distinct brand
identities --Dabur as the master brand for natural healthcare products, Vatika for premium
personal care,Hajmola for digestives, Ral for fruit juices and beverages and Fem for
fairness bleaches and skin care products.
Dabur today operates in key consumer products categories like Hair Care, Oral Care,
Health Care, Skin Care, Home Care and Foods. The company has a wide distribution
network, covering over 5.8 million retail outlets with a high penetration in both urban and
rural markets.
Dabur's products also have a huge presence in the overseas markets and are today available
in over 60 countries across the globe. Its brands are highly popular in the Middle East,
SAARC countries, Africa, US, Europe and Russia. Dabur's overseas revenue today
accounts for over 30% of the total turnover..
The 130-year-old company, promoted by the Burman family, had started operations in 1884
as an Ayurvedic medicines company. From its humble beginnings in the bylanes of Calcutta,
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Dabur India Ltd has come a long way today to become one of the biggest Indian-owned
consumer goods companies with the largest herbal and natural product portfolio in the world.
Overall, Dabur has successfully transformed itself from being a family-run business to
become a professionally managed enterprise. What sets Dabur apart from the crowd is its
ability to change ahead of others and to always set new standards in corporate governance &
innovation.
Dabur India Limited - SWOT, Strategy and Corporate Finance Report, is a source of
comprehensive company data and information. The report covers the companys
structure, operation, SWOT analysis, product and service offerings, detailed
financials, and corporate actions, providing a 360 view of the company.
Features:
Detailed information on Dabur India Limited required for business and competitor
intelligence needs
Intelligence on Dabur India Limitednvs mergers and acquisitions (M&A),
strategic partnerships and alliances, capital raising, private equity
transactions, and financial and legal advisors
Highlights:
Dabur India Limited (Dabur or the company) is a fast moving consumer goods
(FMCG) company that manufactures and markets ayurvedic and natural healthcare
products. The company sells its various products through its five flagship brands
across natural healthcare products, premium personal care, digestives, fruit-based
beverages, and fairness bleaches and skin care categories. The company operates in
Asia, Africa, the Middle East, North America and Europe. It is headquartered in
Ghaziabad, India and employed 6,154 people as of March 31, 2013. The company
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Chapter-3
RESEARCH MYTHDOLOGY
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RESEARCH MYTHDOLOGY
The process used to collect information and data for the purpose of making business
decisions. The methodology may include publication research, interviews, surveys and other
research techniques, and could include both present and historical information.
RESEARCH DESGIN
A research design is the "blue print" of the study. The design of a study defines the study type
(descriptive, correlational, semi-experimental, experimental, review, meta-analytic) and subtype (e.g., descriptive-longitudinal case study), research question, hypotheses, independent
and dependent variables, experimental design, and, if applicable, data collection methods and
a statistical analysis plan. Research design is the framework that has been created to seek
answers to research questions.
There are many ways to classify research designs, but sometimes the distinction is artificial
and other times different designs are combined. Nonetheless, the list below offers a number
of useful distinctions between possible research designs.[1]
Meta-analytic (Meta-analysis)
Suppliers dealing with dabur shall comply and adhere to all laws, regulations and guidelines
on environment, health and safety.
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Suppliers will ensure that all new service offerings as well as new product designs are in
compliance with the relevant environmental regulation and guidelines, at the time of
implementation.
All partners with a bussiness relationship with Dabur shall comply with the highest level of
integrity and ethical practices.
The partners will provide all possible assistance to dabur in order to investigate any possible
instances of unethical behavior or business conduct violations by its employee. Partner will
disclose forthwith any breach of these provisions that comes to their knowledge to allow for
timely action in their prevention and detection.
All partners are required to confirm their compliance to ethical dealings on an annual basis by
signing a certificate to this effect as per dabur standard annual certificate
Data collection is the process of gathering and measuring information on variables of interest,
in an established systematic fashion that enables one to answer stated research questions, test
hypotheses, and evaluate outcomes. The data collection component of research is common to
all fields of study including physicaland social sciences, humanities, business, etc. While
methods vary by discipline, the emphasis on ensuring accurate and honest collection remains
the same. The goal for all data collection is to capture quality evidence that then translates to
rich data analysis and allows the building of a convincing and credible answer to questions
that have been posed.
Regardless of the field of study or preference for defining data (quantitative, qualitative),
accurate data collection is essential to maintaining the integrity of research. Both the selection
of appropriate data collection instruments (existing, modified, or newly developed) and
clearly delineated instructions for their correct use reduce the likelihood of errors occurring.
Primary Data
A formal data collection process is necessary as it ensures that data gathered are both defined
and accurate and that subsequent decisions based on arguments embodied in the findings are
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valid.[2] The process provides both a baseline from which to measure and in certain cases a
target on what to improve.
Generally there are three types of data collection and they are
1. Surveys: Standardized paper-and-pencil or phone questionnaires that ask predetermined
questions.
2. Interviews: Structured or unstructured one-on-one directed conversations with key
individuals or leaders in a community.
3. Focus groups: Structured interviews with small groups of like individuals using
standardized questions, follow-up questions, and exploration of other topics that arise to
better understand participants
Consequences from improperly collected data include:
Distorted findings result in wasted resources and can mislead other researchers to pursue
fruitless avenues of investigation. This compromises decisions for public policy, and causes
harm to human participants and animal subjects.
While the degree of impact from faulty data collection may vary by discipline and the nature
of investigation, there is the potential to cause disproportionate harm when these research
results are used to support public policy recommendations.
Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with
the goal of discovering useful information, suggesting conclusions, and supporting decisionmaking. Data analysis has multiple facets and approaches, encompassing diverse techniques
under a variety of names, in different business, science, and social science domains.
Data mining is a particular data analysis technique that focuses on modeling and knowledge
discovery for predictive rather than purely descriptive purposes.Business intelligence covers
data analysis that relies heavily on aggregation, focusing on business.
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DATA ANALYSIS
In statistical applications, some people divide data analysis into descriptive statistics,
exploratory data analysis (EDA), and confirmatory data analysis (CDA). EDA focuses on
discovering new features in the data and CDA on confirming or falsifying existing
hypotheses. Predictive analytics focuses on application of statistical models for predictive
forecasting or classification, while text analytics applies statistical, linguistic, and structural
techniques to extract and classify information from textual sources, a species ofunstructured
data. All are varieties of data analysis.
Data integration is a precursor to data analysis, and data analysis is closely linked to data
visualization and data dissemination. The term data analysis is sometimes used as a synonym
for data modeling.
Secondary data, is data collected by someone other than the user. Common sources of
secondary data for social science include censuses, organisational records and data collected
through qualitative methodologies or qualitative research. Primary data, by contrast, are
collected by the investigator conducting the research.
Secondary data analysis saves time that would otherwise be spent collecting data and,
particularly in the case of quantitative data, provides larger and higher-quality databases that
would be unfeasible for any individual researcher to collect on their own. In addition,
analysts of social and economic change consider secondary data essential, since it is
impossible to conduct a new survey that can adequately capture past change and/or
developments
Secondary data
As is the case in primary research, secondary data can be obtained from different research
strands:
Prior documentation such as Census, housing, social security as well as electoral statistics
and other related databases. Internet searches, libraries; progress reports; etc. It does not
include interviews as this collect primary data for analysis to generate information.
A clear benefit of using secondary data is that much of the background work needed has
already been carried out, for example: literature reviews, case studies might have been carried
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out, published texts and statistics could have been already used elsewhere, media promotion
and personal contacts have also been utilized.
This wealth of background work means that secondary data generally have a pre-established
degree of validity and reliability which need not be re-examined by the researcher who is reusing such data.
Furthermore, secondary data can also be helpful in the research design of subsequent primary
research and can provide a baseline with which the collected primary data results can be
compared to. Therefore, it is always wise to begin any research activity with a review of the
secondary data.
Parachute
Keo Karpin
Nihar
Dabur Vatika
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Parachute
Keo Karpin
33%
43%
3rd Qtr
4th Qtr
13%
10%
Parachute
Keo Karpin
Nihar
Dabur Vatika
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13%
parachute
25%
keo karpin
Nihar
13%
20%
30%
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14%
2
3
44%
28%
14%
4. What are the primary reasons for which you use this particular brand?
Non sticky
Brand Loyalty
Fragrance
Price
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primary reasons
13%
27%
Price
40%
Internet
Word of Mouth
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Brand Loyalty
Fragrance
20%
Non sricky
TV
Internet
Word of Mouth
4
2
6.
19
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Go for a substitute
1.2
1.4
go for substitute
buy what is offered by the
retailer
3.2
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8.2
75 ml
150 ml
300 ml
pack size
1.4; 5%
75ml
10; 38%
150ml
300ml
15; 57%
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Availability
Price
Family size
Storage
5%
availability
31%
family size
38%
storage
27%
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price
Once in 15 days
Once a month
5%
Once in 15 days
38%
Once in a month
Once in two months
57%
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Yes
No
satisfaction level
yes
no
100%
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Chapter-4
Marketing Strategies
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Foods
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care
Baby Care
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Health Supplements
Dabur Chyawanprash
Dabur Glucose D
Digestives:
Hajmola Yumstick
Anardana
Hajmola
Pudin Hara G
Dabur Hingoli
Natural Cures:
Shilajit Gold
Nature Care
Sat Isabgol
Shilajit
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Ring Ring
Itch Care
Backaid
Shankha Pushpi
Dabur Balm
Sarbyna Strong
Oral Care:
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Babool Toothpaste
Skin Care:
Gulabari
Ayurvedic Specialities:
Ayurveda
Ayurveda Vikas
4 ps of the company:
Dabur is one of the leading companies in India and it deals with products that are Ayurvedic
in nature. Dabur is known to be a natural product as all of Dabur products are related to
herbs. Dabur, the brand name, is associated with trust and its products have helped the
company to become a household name.
Dabur has the distinction of having nearly two hundred and fifty products under its brand
name. It is a very popular brand with outlets in Africa, Europe, United States, Russia,
SAARC Countries and Middle East Countries.
Dabur has been in the market for a long time. It was founded in the year 1884 by Dr. S K
Burman and has been in the thick of things for nearly one hundred and thirty years. The
company was started with the intention of manufacturing Ayurvedic medicines for diseases
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like malaria and cholera. Today the company specializes in nearly 260 medicines and deals
with a variety of diseases and disorders.
Dabur is a Public ltd company and has its headquarters in Ghaziabad, India. Dr. Anand
Burman is its chairperson and its CEO is Mr. Sunil Duggal. At present, the companys net
income is estimated at nearly INR 14.75 billion. The company officials are devoted in their
endeavor to take the company forward. Their commitment to their customers and their
associates is to be admired and saluted.
The company is facing competition from Hindustan Unilever, Marico, Tropicana, Frooti,
Slice, Himani, Zandu, Procter & Gamble, ITC and Himalaya but it has been able to retain its
hold on the market with its exclusive products and hard efforts.
Product in the marketing mix of Dabur:
Dabur is committed in offering its customers products that are of excellent quality and are
herbal. Their mission is in providing goods that prove healthy for its customers, as health is
wealth. Nature provides inspiration to all its products. Dabur deals in many categories of
merchandises like oral care, hair care, skin care, food products, and health-care and homecare products.
In1940 Dabur launched Dabur Amla Hair Oil and even today, it is one of the leading products
of the company. In 1949, it gave the world Dabur Chyawanprash. From children to the oldage group it is the favorite of every generation. In 1970, Dabur added Oral products like
Dabur Lal Dant Manjan to its portfolio. Hajmola tablets and Hajmola candy were introduced
in the market in the year 1978 and 1989 respectively.
In1994 Dabur became the worlds second company to enter the market for anti-cancer
medicines. Its research and foundation team helped in developing a drug thatis extracted from
the Asian Yew tree leaves. This eco-friendly process is unique and one of its kind. Its health
products include Daburs Honitus Cough Syrup, Dabur Active Blood Purifier for women,
Dabur Shankha Pushpi to enhance the memory, Dabur Balm Strong for headache and Shilajit
Gold for rejuvenation.
In 1996, it stepped in the food market for the first time with the launch of Real Fruit Juice and
later introduced cooking paste, homemade pappad, coconut milk and tomato puree. Its skin
products, under the name Gulabari, include Rose water, Moisturizing cream, Face freshener,
Moisturizing lotion and under the name, Fem, include Pink bleach, Gold bleach, Blue
bleach, Herbal bleach, Liquid hand wash and Hair removing cream.
42 | P a g e
and Ashokarisht. The Unit 1 in Baddi deals with Ayurvedic medicines, The Unit 2 in Baddi
deals with Chyawanprash, The Unit in Narendrapur deals with Honey.
Dabur has opened its first manufacturing unit overseas in Birgunj Nepal. This unit is
equipped to manufacture Oral care products, Ayurvedic medicines, Hair Care products and
Fruit Juices. A manufacturing unit is established in Egypt and this unit deals with Food
products, Skin care products and Hair care products.
44 | P a g e
Dabur Chyawanprash is the market leader in the Chawanprash segment. It comes under the
category of health supplements. The segments that it considers are growing kids, competitive
youth, ever busy housewives and the aged.
For the growing kids: In today's competitive environment, the children are under high
pressure to excel.
For the competitive youth: Modern life keeps the youth busy and demands them to be active
and efficient.
For ever-busy housewives: The 'homemaker' needs to be fit in order to
shoulder all
responsibilities.
For the aged: Old age weakens a person physically and mentally.
After segmenting the population into these categories it aims to keep them fit and healthy.
TARGETING
Traditionally, chyawanprash was supposed to be a health supplement for the aged and kids.
Dabur Chyawanprash (DCP) is now targeting adults, housewives, youth and kids .This it is
trying to achieve through its promotion activities by making Amitabh Bacchan and Vivek
Oberoi do the endorsement act. Amitabh has been projected as a user of Chyawanprash
attempting to establish the relevance of DCP amongst the adults in todays demanding
lifestyle. Vivek, who represents an urban ambitious non-user with a mindset that
Chyawanprash is not for him, meets his moment of truth when outperformed by a young
Chawanprash user, thus reaching out to kids. His final conversion from a non-user to a
Chyawanprash user connects with the Youth. These two ads compliment each other and
connect very well with the targeted consumer
POSITIONING
"Andar se strong: Dabur chyawanprash has the tag line "Andar se strong By using a
natural language instead of scientific language it is able to connect with the consumers and is
able to achieve a better positioning in the minds of the Indian health conscious consumer. A
category like Chyawanprash for instance needs to understand that in employing the category
language it loses any chance of expressing its own benefit distinctively
45 | P a g e
DISTRIBUTION CHANNEl:
PROMOTIONAL STRATEGIES:
46 | P a g e
Price promotions
Coupons
47 | P a g e
Money refunds
Point-of-sale displays
Free samples
Contest /demos
Festival Sales
Retailer coupons
Multi-packs
Merchandising
Sales contest
Incentives
Premium gifts
Sales Meetings
Samples/product sampling
48 | P a g e
Exchange Offers/buyback
Refund / Rebate
expenses.
Sales Contests: Sales contest are held annually and whichever stockiest has
the best sales record a prize is given to him, like free holiday to the family
etc.
Allowances: Special allowances are given to both stockiest and stockiest
sampling activity.
Danglers and Posters: Company gives posters and danglers to stockiest
retailers.
Annual Gathering: All the stockiest meet under one roof at least once a year
and then the stockiest whose performance was best in term of sales is
awarded.
Fun Trip: A zone wise fully paid fun trip is organized by the company for all
12 SKU.
Free danglers and posters for publicity.
49 | P a g e
Trade contest: A contest to reward retailers those sells the most product of
dabur foods and after a specific period they are rewarded.
Free samples: Dabur foods gives free samples are given to retailers so that
they can try that product if the product is new, or gives some discounts.
Demos: Special demos are given to retailers and even some stands, fridge are
given by retailers.
Discount Sales: Some special discounts are given to retailers from time to
time, like 1% cash discounts if payment is made in cash.
Retailer Coupons: Dabur gives some coupons like free lunch for family etc if
the retailer buys and sells a specific amount of products.
Higher Margins: Retailer has the highest margins and dabur foods also have
the same criteria, and retailer can further sell the dabur product to consumer at
discount keeping his margin safe.
50 | P a g e
Allowances for additional shelf space: Company as such does not pay
anything to retailer but gives some additional benefits for giving them shelf
space which is visible to customer when ever they enter the shop.
Bonus Packs: Time to time dabur gives bonus packs to retailers like buy 10
get 2 free with that.
Trade Allowance: Dabur comes with different types of trade discounts from
time to time, like sometime price discounts, sometimes gifts etc.
Free goods: Dabur gives free goods on the purchase of specific number of
goods.
Cash Rebate: Generally cash rebate is given by stockiest if retailer makes the
payment in cash at the time of purchase.
Product sampling: Dabur organizes sampling activities for its products which
are new, these activities are generally at the place where footfall is very high.
Displays: Dabur tries to give special displays to the retailers, so that they can
display their products on that.
51 | P a g e
Loss leader: Dabur foods temporarily reduce the price of its popular product
in order to stimulate other profitable sales.
On-shelf coupons: Coupons are present at the shelf where the product is
available.
Rebates: Consumers are offered money back, rebate at different point of time.
of dabur foods.
Point-of-sale displays: Displays helps the consumer easily recognize their
products, dabur keeps a special check on the displays and merchandising of
dabur products.
Gift with purchase: Dabur foods gives gift items with purchase like a glass,
spoon etc.
52 | P a g e
Money Refunds: Customer can claim for refund of money if they face some
problem with the product
Contest /demos: There are different contests where customers play games and
win contests.
Festival Sales: Dabur foods come out with some special offers during festival
seasons like buy one get one free.
Multi-packs: Dabur foods has some products in multiple packaging which are
Focus on growing their core brands across categories, reaching out to new
geographies, within and outside India, and improve operational efficiencies by
leveraging technology.
Be the preferred company to meet the health and personal grooming needs of
their target consumers with safe, efficacious, natural solutions by synthesizing
our deep knowledge of ayurveda and herbs with modern science.
53 | P a g e
54 | P a g e
SOURCE OF FINANCE:
Dabur
India
Standalone
Balance
Sheet
Previous
Years
------------------ in Rs. Cr.
-----------------Mar
Mar
Mar
Mar
'13
'12
'11
'10
12
12
12
12
mths
mths
mths
mths
174.38
174.29
174.21
174.07
86.76
174.38
174.29
174.21
174.07
86.76
0.14
Mar '14
12 mths
Sources Of Funds
Total Share
Capital
Equity
Share
Capital
Share
Application
Money
Preference
Share
Capital
55 | P a g e
Reserves
1,727.96
Networth
1,902.34
Secured
Loans
Unsecured
Loans
Total Debt
Total
Liabilities
1,420.4 1,128.2
927.09
9
8
1,594.7 1,302.4 1,101.1
662.4
8
749.3
17.79
22.47
19.12
17.57
24.27
26.5
219.11
254.15
235.78
81.8
44.29
241.58
273.27
253.35
1,946.63
106.0
7
855.4
Mar
Mar
Mar
Mar
'13
'12
'11
'10
12
12
12
12
mths
mths
mths
mths
1,017.04
937.7
883.23
766.88
0.78
363.39
321.12
297.9
269.32
653.65
616.58
584.55
497.56
16.73
17.07
25.12
11.92
Mar '14
12 mths
Application Of Funds
Gross Block
687.2
3
Less:
Revaluation
Reserves
Less:
Accum.
Depreciatio
236.2
8
n
Net Block
450.9
5
Capital
Work in
Progress
56 | P a g e
23.31
Investments
Inventories
Sundry
Debtors
Cash and
Bank
1,118.42
729.41
552.72
519.23
558.2
499.74
528.57
460.58
323.12
255.32
224.17
202.46
297.47
319.4
261.2
26.08
Balance
Total
Current
1,178.79
Advances
Fixed
Deposits
154.21
390.37
603.61
461.81
30.09
166.33
Total CA,
Loans &
1,333.00
Credit
Current
Liabilities
Provisions
Total CL &
Provisions
Net Current
Assets
Miscellaneo
us Expenses
Total Assets
57 | P a g e
1
298.4
4
130.4
8
48.8
477.7
2
348.9
4
115.1
1
941.7
894.61
771.96
695.7
539.05
280.56
219.57
592.4
535.36
440.1
1,175.17
991.53
1,288.1 1,074.4
911.8
157.83
Advances
Deferred
689.12
Assets
Loans and
1,074.4 1,013.9
348.5
1,946.63
471.7
3
473.3
359.54
242.85
29.94
53.83
82.95
2.74
855.4
Contingent
1,338.05
Liabilities
Book Value
(Rs)
10.91
9.15
7.48
6.33
8.64
Mar '
Mar '
Mar '
Mar '
13
12
11
10
RATIO ANANLYSIS:
Ratios
(Rs crore)
Mar '
14
Per share ratios
Adjusted
EPS (Rs)
Adjusted
3.86
3.39
2.92
2.64
4.84
(Rs)
Reported
4.17
3.81
3.29
2.96
5.28
EPS (Rs)
Reported
3.85
3.39
2.66
2.71
4.99
(Rs)
Dividend
4.16
3.81
3.04
3.02
5.43
per share
Operating
1.75
1.5
1.3
1.15
4.74
10.91
4.33
9.15
3.77
7.48
3.59
5.85
6.34
8.6
cash EPS
cash EPS
profit per
share (Rs)
Book
value
(excl rev
58 | P a g e
173.4
res) per
share EPS
(Rs)
Book
value (incl
rev res)
per share
EPS (Rs)
Net
10.91
9.15
7.48
5.85
8.6
27.93
24.95
21.57
18.81
33.05
EPS (Rs)
Profitability ratios
Operating
4.02
7.14
16.95
17.34
17.47
19.06
19.17
15.84
15.66
15.72
17.91
18.06
13.49
13.32
12.14
14.27
15.03
14.59
14.97
15.05
15.58
15.88
35.36
37.05
39.01
45.21
56.29
operating
income
per share
EPS (Rs)
Free
reserves
per share
margin
(%)
Gross
profit
margin
(%)
Net profit
margin
(%)
Adjusted
cash
margin
(%)
Adjusted
return on
net worth
(%)
59 | P a g e
Reported
return on
net worth
(%)
Return on
35.33
37.05
35.56
46.29
58.04
funds (%)
46.33
Leverage ratios
Long term
48.13
49.55
53.79
68.96
0.01
0.02
0.02
0.15
0.2
0.23
0.14
97.72
86.84
82.65
81.29
87.59
ratio
2.57
Liquidity ratios
Current
2.55
2.56
2.96
3.31
ratio
Current
1.13
1.48
1.49
1.23
1.03
st loans)
Quick
1.08
1.17
1.12
0.99
0.92
ratio
Inventory
0.65
0.97
0.88
0.77
0.67
8.72
8.7
7.11
8.65
11.31
45.4
44.23
48.88
42.46
46.86
long term
debt /
Equity
Total
debt/equit
y
Owners
fund as %
of total
source
Fixed
assets
turnover
ratio (inc.
turnover
ratio
Payout ratios
Dividend
payout
ratio (net
60 | P a g e
profit)
Dividend
payout
ratio (cash
profit)
Earning
42.03
39.36
42.8
38.07
43.13
54.65
55.77
55.44
56.53
51.67
58.01
60.64
60.55
61.11
55.64
0.06
0.36
0.47
0.49
0.23
48.34
45.72
50.49
50.47
42.53
(post tax)
38.52
Component ratios
Material
37.1
38.53
41.66
36.46
52.92
-
55.89
-
53.15
14.89
48.61
16.55
retention
ratio
Cash
earnings
retention
ratio
Coverage
ratios
Adjusted
cash flow
time total
debt
Financial
charges
coverage
ratio
Fin.
charges
cov.ratio
cost
componen
t (%
earnings)
Selling
cost
Compone
61 | P a g e
53.2
-
nt
Exports as
percent of
total sales
Import
4.51
5.47
4.44
4.09
4.31
0.86
1.47
0.91
0.93
1.22
0.57
0.47
0.46
0.43
0.45
93.24
93.29
93.34
93.41
87.1
comp. in
raw mat.
consumed
Long term
assets /
total
Assets
Bonus
componen
t in equity
capital
(%)
Mar '
Mar '
Mar '
Mar '
13
12
11
10
4,870.
4,349.
3,757.
3,274.
2,867.
income
Expenses
Material
08
39
54
43
42
2,578.
2,327.
2,040.
1,662.
1,384.
consumed
Manufactur
74
49.87
63
48.12
76
46.41
37
67.6
29
58.17
ing
62 | P a g e
expenses
Personnel
expenses
Selling
expenses
Adminstrati
1,071.
ve expenses
Expenses
- 487.61 474.79
187.9
capitalised
Cost of
4,044.
3,594.
3,100.
2,650.
2,317.
sales
Operating
36
97
78
07
49
profit
Other
recurring
income
Adjusted
109.57
86.89
PBDIT
Financial
935.29 841.31
55.14
28.17
14.85
expenses
Depreciatio
19.35
18.4
14.1
12.93
13.28
n
Other write
53.89
73.24
65.88
37.73
31.91
16.6
5.66
offs
Adjusted
PBT
Tax charges
Adjusted
PAT
Non
93.7
recurring
items
Other non
-0.72
-44.89
10.99
13.1
0.25
-0.19
cash
adjustments
Reported
net profit
63 | P a g e
Earnigs
before
appropriati
on
Equity
dividend
Preference
1,762.
1,455.
13
09
1,177.
46 998.57 862.08
173.6
dividend
Dividend
tax
Retained
51.87
1,456.
43.56
1,193.
36.74
32.82
29.5
earnings
96
64 | P a g e
CHAPTER -5
KEY LEARNING AND RECCOMENDATION
FINAL ANALYSIS
65 | P a g e
Skin Care: Ayurvedic skin care range under a new brand launched; Acquisition of Fem
OTC Healthcare: Leveraging Ayurveda enovations to keep older products salient
Continued focus on the relevant portfolio to grow contribution
66 | P a g e
67 | P a g e
INTERNATIONAL BUSINESS:
SWOT ANALYSIS:
STRENGHT
OPPORTUNITI
ES
SWO
T
WEAKNESS
THREAT
1. STRENGTHS
Established Brand
Leader in Herbal Digestives where the product has 90% of the market share
WEAKNESS
OPPORTUNITIES
Extend Vatika brand to new categories like Skin Care and body wash segments
Market Development
Export Opportunities
Innovation
THREATS
New Entrants
CHAPTER 6
FINDINGS
A detailed analysis of the company shows that the company has had a strong fundamental as
well as a strong market performance over the years. Given the economic and the industry
environment (improving outlook for the CV industry) DABUR would be a key beneficiary.
While a pick-up in its CV volumes is evident, operating leverage and cost saving initiatives
will improve margins. DABUR, is number TWO in Health products manufacturing market
after AMWAY
On an average more than
92% people feel that the prices are affordable whereas 8% do not agree,
74% believe that attractive discounts are offered whereas 26% are not satisfied with the
discounts offered.
15% said that the quantity offered is less than the price quoted and whereas 85% said that
they provide less quantity but the quality satisfies all other parameters of human level of
satisfaction
knowledgeable sales persons , employees spent enough time before and during sales, display
of merchandise is attractive, availability of product, variety of merchandize, product in good
condition, prices are affordable, attractive discounts are offered, dcor of the waiting area is
pleasing, responds to complaints quickly, service of DABUR INDIA service station is
excellent, careful with personal information and is value for money . The overall opinion
about DABUR INDIA is very good.
Out of the samples, people are highly convinced that DABUR INDIA will Yield them better
results. As the sales of AMWAY grows as well as is still doing well in Mid-size and small
size segment so the DABUR CHAWANPASH and other products may be a good options for
the company in this term for sustaining sales in long run as well as in the current situations.
CHAPTER 7
RESEARCH & METHODLOGY
PRIMARY & SECONDARY DATA
QUESTIONNAIRE
OBJECTIVES
My objective is to apply my learning in the area of Marketing so that I gain significant
practical knowledge and understand the nature and importance of marketing mix and identify
the various inputs that should go into any program. Other objectives are as follows: To study the nature of the company.
To study the policies.
To study the role of the organization in development.
RESEARCH METHODOLOGY
Research is the manipulation of things, concepts of symbols for the purpose of generalizing
to extend, correct or verify knowledge, whether that knowledge aids in construction of theory
or in the practice of an art.
DABUR INDIA introduces thousands of new products as seasons or collections every year.
The average footwear product takes 18 months to engineer, commercialize and appear on
retailer shelves, but quick to market products can move through the same process in less than
90 days.
Continuous improvement in material shows increasing list of construction choices that must
be tested and approved before being included in any product.
Despite the availability of digital product representations of products, our industry requires
physical product samples to test, approve and sell effectively.
Research Design
Descriptive research is used for this study. A survey was conducted through a questionnaire
by which an analysis was drawn.
Basic Research
The research which is done for knowledge enhancement, which does not have immediate
commercial potential, which is done for human welfare, animal welfare and plant kingdom
welfare is called basic, pure, fundamental research. The main motivation is to expand man's
knowledge, not to create or invent something. There is no obvious commercial value to the
discoveries that result from basic research.
DATA ANALYSIS
DATA COLLECTION
Data was collected through secondary data as well as primary data.
Secondary data:
Source of secondary data was collected with help of published reports and websites.
Secondary data are the data, which already exists somewhere.
It provides starting point for research and after that the advantage of low cost and
ANNEXURE
Dear Respondent,
Thanks for sparing few minutes to fill this questionnaire, which will help us to study the
consumer perception for hair oil.
Any information provided by you will strictly be used for Academic Purpose.
Parachute
Keo Karpin
Nihar
Dabur Vatika
Parachute
Keo Karpin
Nihar
Dabur Vatika
13. Where would you rate your brand on a scale of 1 5 ( 5 being highest)?
14. What are the primary reasons for which you use this particular brand?
Non sticky
Brand Loyalty
Fragrance
Price
TV
Internet
Word of Mouth
Go for a substitute
75 ml
150 ml
300 ml
Availability
Price
Family size
Storage
Once in 15 days
Once a month
Yes
No
CHAPTER 8
CONCLUSION AND SUGGESTIONS
SUGGESTIONS
Based on the findings from the analysis the following suggestions could be made:
Demo of the product should be made available to Customers, since most of the
purchase decisions are based on it.
details should be made available to the customers in the most accurate numerical
form.
The dabur vatika has remained a bestseller throughout in the industry figuring in
the top 3 selling list for most of the years.
Focus on growing core brands across categories.
Reaching out to new geographies, within and outside India.
Improve operational efficiencies by leveraging technology.
Be the preferred company to meet the health and personal grooming needs of our
target consumers with safe, efficacious, natural solutions by synthesizing the deep
knowledge of ayurveda and herbs with modern science.
Provide consumers with innovative products within easy reach.
Vatika hair care centre: On the lines of Maricos Kaya Skin Clinic, Dabur could
start a venture called Vatika hair care centre which would provide total hair care
solutions. It could have hair care experts to solve hair problems. Services could
include dandruff treatment, straightening of hair, treatment for split ends,etc.
BIBLIOGRAPHY
6.1 Books
6.2 Magazines journals& News Papers
6.3 Internet
Books:
Marketing Management: Twelfth Edition Philip Kotler & Kevin Lane Keller
Internet:
www.google.com
www.dabur.com
www.tutor2u.net
www.brandchannel.com
www.blonnet.com
www.superbrandsindia.com